Motive Communications has scooped the media planning and buying
business for MoonFruit.com, the online website-building toolkit.
The agency landed the pounds 3 million account following a three-way
pitch against New PHD and BMP OMD.
MoonFruit is to be promoted across a variety of media. John Owen,
Motive’s head of digital services, will head a team of two for the
online planning and buying. Offline work will be handled by group
director Peter Edwards, who will oversee a team of three.
Owen said the agency was keeping an open mind about the strategy for the
campaign. ’The campaign will roll out from mid-March, but we will
probably be spending consistently over a 12-month period rather than
going for the traditional model of a big launch supported by a smaller
follow-up,’ he said.
Moonfruit, which launched on 20 January, uses Flash 4 software to enable
users to set up their own websites.
Visitors to the site can also use it as a portal to access pages created
using the MoonFruit software.
MoonFruit is hoping to create large online communities, linked through
its site. All pages created using the Moonfruit technology will carry
ads, which will run across the base of the page. The company expects to
place advertising on five million pages by August 2001.
MoonFruit also aims to launch the site in Europe by mid-2000. It has
secured financial backing from Bainlab, the internet investment arm of
management consultancy Bain & Company.
Creative work for the UK campaign is through Bartle Bogle Hegarty.